"Prices for a 30-second spot during the Super Bowl on NBC this year averaged $8 million. For the privilege of paying that, advertisers are required to spend an additional $8 million to buy ad time on other NBC sports broadcasts and the 2026 Milan Cortina Winter Olympics. With that much money invested (all before any is spent on actually creating a Super Bowl campaign) brands need to ensure they get your attention."
""The only way to win at the Super Bowl is to win a disproportionate share of conversation pregame, as well as during game, and, increasingly, the progressive brands are talking about postgame conversation," Mildenhall says. "For us the pregame was Lady Gaga behind the scenes, then during the game there is the spot, and we're announcing the Great American home search for people to participate in over the days after the game.""
"On February 4, Redfin (acquired by Rocket last year) announced the contest, calling it a "never-been-done-before scavenger hunt" and inviting people to download or update the Redfin app to participate. The search begins February 8 at 8 p.m. ET, immediately after Rocket and Redfin's Super Bowl spot airs. Redfin will then release six app-exclusive clues over the next 48 hours for players to use Redfin's search tools and filters to find the million-dollar home, which actually appears directly in the commercial."
NBC charged $8 million on average for a 30-second Super Bowl spot and requires advertisers to spend an additional $8 million on other NBC sports broadcasts and the 2026 Milan Cortina Winter Olympics. Rocket Mortgage and Redfin are combining a Lady Gaga performance, an emotional in-game commercial, and a postgame participation opportunity that awards a million-dollar house. Rocket Cos. CMO Jonathan Mildenhall frames the approach as a three-stage strategy to drive pregame, in-game, and postgame conversation. Redfin launched the Great American Home Search, an app-based scavenger hunt beginning February 8 at 8 p.m. ET with six clues to identify the home shown in the commercial.
Read at Fast Company
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